15 Fatal Conversion Rate Optimization Mistakes You Could Be Doing Right Now
- Posted in Conversion Rate Optimization
Editor Note: We highly recommend that you implement the different ideas in this blog post through AB testing. Use the guide to conduct AB testing and figure out which of these ideas in the article works for your website visitors and which don’t. Download Invesp’s “The Essentials of Multivariate & AB Testing” now to start your testing program on the right foot.
Has it ever occurred to you that are completely clueless about why your customers leave your website without converting? Many a times even top retailers face similar situations where they manage to drive in heavy traffic but end up with low conversion rates. Conversion Rate Optimization (CRO) has gained so much popularity and over a period of time it has become one of the most important factor in revenue generation.
Surprisingly, you’re doing good if your conversion rate is around 2% – 5%. This means, however, on average, over 80% of your site visitors come to your website without taking any action. Devastating isn’t it? Imagine what could be your revenue if only you could convert at least 10% of your website traffic? That’s roughly 5 times you current ROI! Tempting right?
And while it is important to find the right techniques and strategies for your website, it’s equally important to determine the current conversion optimization mistakes that if mitigated can improve your conversion rates today.
Mistake #1 You Have Nothing Unique To Sell
You have an awesome product/service idea! But when consumers visit your website, they fail to connect with your website because you lack the Unique Selling Point (USP). You must figure out a USP factor that would make your brand or business stand out from the crowd. You are up against thousands of other brands that sell similar products. When they customers reach your website, there has to be something motivating them to buy from you.
Your USP must be able to deliver the essence of your brand where customers remember you for what you exist in the market amidst thousands of other companies producing similar products.
British Airways is one of the leading airlines in the world. Their USP ‘The World’s Favourite Airline’ is short, simple and something that can greatly influence a first time visitor to the site. (because everybody want the best and the most accepted brand). They have managed to carve a niche for themselves in the airline industry by reaching out to customers as being the world’s favorite.
Mistake #2 Your website Takes Ages To Load
If there’s one thing that can annoy your first-time visitors and regular customers is having a very slow website. Studies show that 47% of users expect a site to load within two seconds, beyond which they’re highly likely to leave your site. Slow loading time can be a major reason for websites facing a high bounce rate. Also,a second’s delay in page response costs 7% reduction in conversions. Lastly, you lose your ranking in Google which is something you don’t want to mess around with.
Some pro tips on how to improve website loading speed?
- Evaluate your site performance regularly using tools like Pingdom and Google’s Page Speed Insights. Conduct stress tests and load tests to improve your server response time.
- Compress and optimize your image sizes without reducing their quality using io and combine your images into CSS sprites.
- Minimize your CSS/JS and HTML files
- Enable caching with advanced caching system and use a CDN to boost performance
Mistake #3: Your website design Sucks
As the saying goes, ‘first impression is the best impression’.
Studies show that nearly 66% of users believe that a good website increases a business’ credibility and are more likely to turn into potential prospectus. Today, most businesses are truly considered genuine based on their online presence. Hence, broken links, cluttered images, poor design concepts, non-responsiveness, poor site navigation, misleading call to action buttons s etc can turn off your visitors.
- Ensure you have your design team who are updated with the latest technology advancements that can woo your visitors.
- Make use of analytics and customer behavior tools to get real time data and implement changes based on it.
Mistake #4: No Focus On Landing Pages
Didn’t know that landing pages could drive traffic and increase conversions? If not, you’re not the only one who’s ignorant about how massively landing pages convert. Sadly, most marketers don’t understand what to avoid while setting up landing pages.
Another major concern among the marketers is that they don’t understand whether to optimize their current landing page or create a new one.
According to MarketingSherpa, 62% of B2B companies have less than 6 landing pages.
- The advantage of a landing page is that it focus on a single idea and hence it’s easier to drive traffic to a targeted page. That ways you get visitors perform one specific task instead of confusing them with too many informations or actions.
- Landing pages can be used to track your customer activity, closely.
- Since landing pages have all the predominant elements like the keywords, relevant images/videos, links and succinct content, it helps you boost your search engine ranking.
Mistake #5: You Lack Visually Appealing Images
Unlike the physical stores, the only way users can understand or virtually ‘feel’ your product is through images. Studies reveal that websites with images have 94% more views.
“As long as the image quality is high, say 1,500 to 3,000 pixels per inch for an image scanned from film, users will be able to see the necessary details to make an informed decision on their purchases”, says Eoin Townsend, Chief Product and Strategy Officer (Xtend Digital)
On the contrary, lack of images is one of the main reasons for abandonment. Hence, it’s important that you include images that appeals to the emotions of your customers.
- Add bigger, high quality images with detailed views
- Provide 360 degree view of images
- Zoom in/out options
- Stick to real life images to humanize your website
Mistake # 6: Low Quality Content
When users visit your website, content plays the major role in engaging with your customers and letting them understand your product/service.
- Quality content helps you rank higher on search engines because Google checks for your content’s credibility, including its backlinks before it indexes your page.
- A well-written content decreases your bounce rates and people begin to trust your brand or decide to buy from your products.
- Above, users don’t think twice to share quality, interactive and interesting content.
Mistake # 7: Not Making Use Of ‘Error:404’
It’s quite natural for users to stumble upon a ‘404 error page’. But your creativity lies in creating a 404 error page that works for your benefit. Redirect users to your services and other posts so that visitors can continue to engage with your website without being frustrated and disappointed.
Mistake # 8: Lack Of Trust Elements
Your customers want to buy from you or use your service. But, how do they trust you? 73% of consumers think that online shopping is highly risky. This is because of the rising security threats that makes customers wary of your website.
- Your website should be up-to-date
- Don’t forget to add security certificates/trust badges
- Display your contact details, prominently
- Be active on your social media accounts
- Provide suitable testimonials
- Add customer feedback/reviews
Mistake # 9: Lack Of Predictive Search Engines
Your website search engine is a starter to encourage user engagement. And ever since 2004, predictive search has become an important element for improving conversions by 4.63%. Your search engine should be able to understand your user and help them to get to their product easily. An ideal predictive search features include,
- Use pre-populated keywords
- Recommend cross selling in your product recommendation
- Using images in search recommendations
- Auto correct features
Mistake #: 10 Your Checkout Page Is Complex
Customers can get frustrated when they have to fill a 3 page checkout form. The scary part is you could be missing out on 68% of potential customers during their checkout. And it’s very likely to lose them to your competitor. If your checkout system has several factors like those mentioned below, then definitely you’re committing a major blunder that can affect your conversion rates.
- Having them create an account
- Reflecting shipping charges at the payment
- Including unimportant fields
- No option to sign in as a guest or account creation via social media
- Failure of coupon codes
- Limited payment options
- Not mobile-friendly sites
Mistake # 11: No Online Customer Support
Believe it or not, your site visitors can easily get lost just like in any brick-and-mortar stores. But unlike brick-and-mortar stores, customers find it difficult to communicate their needs in online stores. According to Andersen Consulting, 62% of consumers prefer to buy from online stores powered with live chat support. Not only does it strengthen customer relationship but a live chat support can,
- Convert browsers into buyers in a cost-efficient manner
- Resolve customer complaints without any delay
- Achieve high customer satisfaction leading to increased conversion and average order value
Mistake # 12: Generalized Marking Strategies
Who wouldn’t love to be treated special? If your marketing strategies are generic and not personalized according to your customer base, then you aren’t gaining much out of your business. According to Invesp, 57% of consumers wouldn’t mind sharing their personal details for their benefits.
By sending personalised offers to customers based on their on their search history and previous purchase, you get them to convert. Make use of real-time personalization tools will help you modify your website and campaigns based on user experience. It greatly helps in customer retention and helps you focus on your targeted audience better.
Mistake # 13: Not Performing Any Kind Of A/B Tests
There are several ways to try out a single change. But if you don’t test your options, you never know which one works better. This is why it’s crucial for your website or campaigns to conduct A/B testing on a regular basis. Through A/B testing, you learn the tactics to convince your customers to convert. Some of the most popular A/B testing tools include,
- Pii TestEngine
- KISSmetrics and
- Convert Experiment
Mistake # 14 Not Making Good Use Of Analytics
Analytics help you to measure, track and monitor your results. With the support of analytics, you learn your customer interests and customize your website elements based on their behavior. If not, you never know how your business is scaling. Online market can leverage analytics in order to measure your product specifications, social media activities, manage inventory, increase user experience, marketing etc.
Doing business based on a clear, thorough statistics shows you how you can optimize you website to increase conversions. Most importantly, analytics is important for major business decisions where you can’t go by just guesses.
Mistake # 15 Non Mobile-Friendly Website
Did you know the mobile shopping recorded $771 million revenue on the 2016 Thanksgiving day?
If your website is not responsive / mobile-friendly, it’s the biggest mistake you could be doing right now. You could be losing 74% visitors who shops only through their mobile phones.
Still not convinced about your going mobile friendly? Google can penalize you for having a non-responsive site and it can also impact your ranking on a higher scale.
Because, you never know when your users want to shop using which device, creating a seamless shopping experience for them through responsive sites helps you retain mobile shoppers.
Marketers tend to overlook most of these above mistakes because they don’t seem threatening in the first place. But over a period of time, such mistakes when not attended on high priority, can affect your conversion rates.
If you don’t act now, you could be losing out on a lot of customers. Hence, it’s important to keep in mind that customers have expectations and it’s our job to stop making mistakes and start maintaining a stellar conversion-friendly website to reap great profit.
My name is Ayat Shukairy, and I’m a co-founder and CCO at Invesp. Here’s a little more about me: At the very beginning of my career, I worked on countless high-profile e-commerce projects, helping diverse organizations optimize website copy. I realized, that although the copy was great and was generating more foot traffic, many of the sites performed poorly because of usability and design issues.View All Posts By Ayat Shukairy
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